IRS 2010 Q3: Radio Mirchi strengthens its leadership position; other FM stations also show growth

MUMBAI: The results of Indian Readership Survey (IRS) released by Media Research Users Council (MRUC) along with Hansa Research Group (HRG) may bring lots of cheer for FM broadcasters. Most of the FM stations, particularly the larger FM stations have registered growth in listenership, some of these FM stations have even recorded double digit growth. These were some of the findings from IRS 2010 Q3 (Radio Stations- Last One Week).

Surprisingly the increase in listenership over the last quarter results comes before the FM Phase III roll out which will help FM station further penetrate in the Country.

Among the top 20, 15 FM stations recorded growth in their listenership wherein Radio Mirchi has now strengthened its leadership position in India, followed by Big FM as the second most popular FM station in India. Red FM and Radio City ranks three and four respectively, and each of these top four FM stations have seen an increase in its listenership.

Although Radio Mirchi continues to lead the FM space among private FM stations, it has seen an increase of merely 0.87 per cent in its listenership. Big FM on the other hand is comfortably placed at number two with 5.90 per cent increase in listenership whereas Red FM and Radio City grew 7.81 per cent and 3.28 per cent respectively

With an increase of 22.87 per cent, Radio Mango has emerged as the fastest growing FM station in India, in the top 20 category Fever FM, Friends FM and Radio One are the other FM stations to have witnessed double digit growth in their listenership.

Although Suryan FM is the fifth most popular FM station and Dhamaal 24 is ranked eleventh, they saw a slight decline in their listenership. The other FM stations to have seen a decline in listenership are Oo La La Power FM, Gup Shup, Hit FM and Visakha FM.

Overall, most FM stations have witnessed growth in listenership, if the top 10 are taken into consideration then an overwhelming 9 FM stations have recorded growth and the other saw only a miniscule decline in listenership. The IRS Q3 2010 results show FM listenership on the rise especially and with the launch of FM Phase III the reach and the listenership is bound to further increase.

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